Behind The Scenes with the Founder of Adore Home Magazine!

Loni Parker is the Creator & Founder of the Australian based Interiors magazine, Adore Home Magazine. What was once an online only publication is now a printed publication that is released every three months.

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Available in newsagents and boutique stores across Australia the magazine dedicates itself to modern, beautiful homes and spaces.

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It showcases current trends and pieces that constantly inspire it's readers and I cannot wait to hear all about Loni’s journey, thanks for joining us!

Wow, I cant believe this day is finally here, I am a long time reader of your magazine and a total fan girl! Can you tell us how the magazine started and what the journey has been like?

Oh thank you so much! I was working at a small magazine publishing company in Brisbane as a graphic designer and after a number of years there felt like I was at a cross-roads with my career path. I loved interiors and was thinking of making the switch to interior design, but then I also had the idea that I could combine those two passions and start my own interior design magazine. If it didn’t work out I would just give interior design a go, but turns out the magazine was popular all across the globe so I decided to continue with Adore. I worked my full time job and did Adore on the side for about three years, until I was absolutely mentally drained. The amount of hours I was working each week was ridiculous and something had to give. I decided then, that I would quit my job and focus on Adore full time. It was really scary at first, but it was the best decision for me - in terms of my happiness and my career. I love what I do, and it definitely still feels like a hobby sometimes!

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What does an average day look like for you and what is your favourite part of “the job”?A lot of what I do on a day to day basis is emailing. Emailing designers or home owners to feature their homes, organising photoshoots, giving briefs to my freelance writers, requesting high-res images of products for the magazine, etc. I work from home so at the moment the biggest distraction is renovating my home. I’m lucky that some days are more quiet than others so I can get stuck into painting or making moodboards/selecting products for the renovation. I’m also a graphic designer, and I design the magazine, so typically I will also be designing spreads for the magazine or working on blog posts. My favourite part of the job is when high-res images come in from photoshoots which I’ve organised specifically for the magazine. That’s the most rewarding thing - it honestly feels like Christmas morning when beautiful new images come through! The photographers and stylists I work with are next-level amazing.

Which upcoming homewares trends can our followers look forward to seeing in your upcoming spring edition? What are some styling essentials that you couldn’t live without?Our Spring edition has a couple of homewares trends in it – one called ‘Sand Dune’, featuring beautiful products in nude, clay and cream tones. And another one (which is my personal favourite at the moment) - ‘Sage and Natural’. I can’t get enough of the colour sage at the moment. Books and fresh flowers are my go-to styling essentials. At the moment I’m loving dried flowers and foliage, like pampas grass, cotton and dried palm fronds. They’re very in right now and go with a boho/coastal vibe.

I know that you are currently renovating your house, would you say you have a style and if so, how would you describe it?Overall I want my house to have a coastal feel - we’re situated a few hundred metres from the beach and we have exposed beams and raked ceiling in the front half of the house (the living/dining/kitchen) zone so this goes with that coastal/boho vibe. I would say though that I’m very inspired by Southern Californian designers who have a bit of a mid-century influence in their designs, so that will influence my decorating decisions I think.

Every interior lover I know is a huge fan of your Magazine, What do you attribute the success of the magazine to?Oh that’s so kind of you to say! I guess I’ve always tried to keep Adore content-rich and by that I mean no filler pages. Sure it might have less pages than other interior design magazines, however a lot of interior magazines tend to fill it with advertorial content or stuff that’s not particularly inspiring or interiors-relevant. I try to keep Adore filled with eye candy on every single page.

In todays fast paced lifestyle, winding down and getting a good nights sleep is much harder. Do you have a bedtime routine or anything you swear by to ensure you get the rest you need?I normally go for an hour long walk every afternoon by the beach – I know it’s not particularly strenuous, but I swear that I sleep better on the days I go for a walk. I usually watch a tv show on Netflix or Stan before bed – I’m not sure if this is good for you but I find myself very sleepy afterwards. I also try not to look at my mobile phone an hour before going to bed.

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Whats coming up for you (besides an entire house renovation) & Adore Magazine?I’m currently longing for a summer holiday – The Calile Hotel is calling my name I think.

"I swear by white linen, to me it’s the perfect base to then add texture and/or colour. Nothing beats the feeling of fresh linen while sleeping. I love my quilt cover set by The Cover Collective - the linen is nice and soft against the skin - and just a dream to sleep in! I’m keen to add more of their products to my bedroom."

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You can contact Loni & find Adore Magazine on any of the below platforms.